The introduction of this topic focuses on the fundamental elements that form the core of the research, discussing the key concepts within the travel and tourism domain through a comparative assessment of consumer preferences and purchase intentions between physical travel agencies and online travel agencies. This chapter first presents an overview of the study along with the rationale behind undertaking this research. It then outlines the study's objectives, which emerge from the conceptual and theoretical background, followed by the research goals and a brief description of the methodological approach. Together, these components establish the foundational framework of the topic. The chapter concludes by highlighting the significance of the research and providing a summary of the thesis structure.